How To Personalize Your Sales Outreach At Massive Scale | Salesman Podcast

James Palmer is the Regional Vice President of Sales, NEMEA at Seismic. On this episode of the Salesman Podcast, James Palmer explains the steps to making your sales outreach more personalized, whilst at the same time sending more of it. Is that even possible?

You'll learn:
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Featured on this episode:

Host - Will Barron Founder of Salesman.org Guest - James Palmer Regional VP of Sales at Seismic

Resources:

• James on LinkedIn
• Seismic.com – World Leading Sales Enablement Tool

Transcript

Will Barron:

This episode of the show is brought to you from the Salesman.org HubSpot Studio. Coming up on today's episode of this Sales Man Podcast.

James Palmer:

We, as B2B organisations are creating more content than ever. And the buyers that we serve are getting absolutely bombarded with this stuff.

James Palmer:

Something that has been a huge black hole for go-to market teams has been insight into this, the performance of content. So which content resonates in this geography, which content resonates in this industry.

James Palmer:

Salespeople think that marketing are the mugs and t-shirt department and that the content they come out with is very aspirational. And doesn't really speak to what salespeople see on the ground.

Will Barron:

Hello Sales H. My name is Will Barron, I'm the host of the Salesman podcast, world's most downloaded B2B sales show. In today's episode, we have an absolute legend. We have James Palmer. He is the regional VP of Sales, NEMEA over at Seismic.com. And on today's episode, we're getting into how you can personalise your outreach, make it more effective, your B2B sales outreach, and do it at scale. And we cover topics here that we've never covered on the show before. We're talking data, sales enablements, how to do this properly in the modern way, as opposed to just sending more and more spam emails. Everything that we talk about in this episode is available in the show notes over at Salesman.org. And with that said, let's jump right into it.

Will Barron:

James, welcome to the Salesman podcast.

James Palmer:

Thanks Will. Thanks for having me, I'm very much looking forward to chatting.

The Paradox of Personalization and Sales Outreach at Scale · [01:51]

Will Barron:

I'm looking forward to chatting with you as well, Sir. And on today's episode, it's a topic that we've somewhat covered but I don't feel we've ever got to the bottom of it. So I'm hoping you can give us some insights and share your expertise here. We're going to touch on how to personalise your B2B outreach at scale. Now, let me ask you this, James, and this is a difficult question to get us started off with. But is this not a little bit of a paradox in that, to do anything at scale, surely we have to reduce the personalization that we need to be able to get it out in the hundred or thousand of contact points over the months or years that we're prospecting.

“I think the world that we live in at the moment, we, as B2B organisations, are creating more content than ever. And the buyers that we serve are getting absolutely bombarded with this stuff. So if you don't have the ability to personalise and personalise at scale, you're going to be lost in the noise.” – James Palmer · [02:31]

James Palmer:

Yeah. No, I definitely get the paradoxical nature of the question and I think my answer is going to be that it certainly is possible and actually pretty imperative that we do get this right. I think the world that we live in at the moment, we, as B2B organisations are creating more content than ever. And the buyers that we serve are getting absolutely bombarded with this stuff. So if you don't have the ability to personalise and personalise at scale, you're going to be lost in the noise. You're going to be disregarded. You're going to be in choppy waters and this has only really been amplified by the year that we've just had. We've had probably the salesman's favourite channel removed. We can't go and...